| The CCTV Spring Festival Gala public service advertisements have appeared on the CCTV Spring Festival Gala stage since 2013.With the characteristics of the Spring Festival Gala stage authority and wide audience,combined with the festive atmosphere of the Spring Festival,it promotes traditional culture,builds family and country feelings,and displays Chinese business cards.Plays an important role.This article takes the CCTV Spring Festival Gala public service advertisements from 2013 to 2020 as the research object,adopts text analysis and case study methods,and uses film semiotics and advertising semiotics as the theoretical basis,and uses Saussure's semiotics to analyze the CCTV Spring Festival Gala public service advertisements.Common symbols and cultural connotations,using film semiotics to analyze the ideographic process of the CCTV Spring Festival Gala public service advertisement text,and using advertising semiotics to analyze how to play the persuasive role of public service advertisements.Analyze how CCTV Spring Festival Gala public service advertisements convey cultural connotation through visual symbols,auditory symbols,language symbols and character identities,and explore the creative expression of CCTV Spring Festival Gala public service advertising texts,summarize the shortcomings in the development of CCTV Spring Festival Gala public service advertisements,and put forward suggestions and opinions.Among visual symbols,holiday symbols symbolize folk culture,not only inheriting excellent traditional culture,but also rendering the festive atmosphere of the Spring Festival;regional symbols highlight local characteristics and resonate with the audience;technology symbols reflect the characteristics of the times and record changes in life;the color symbols show the cultural connotation of Chinese characteristics.In the auditory symbols,music cooperates with the advertising theme to imply the psychological changes of the characters,the sound appeals to the explanatory items to participate in the construction of ideograms,and the human voice conveys direct information and reveals emotional changes.In linguistic signs,words promote the development of the storyline,and words sublimate the advertising theme.In identity construction,individual identity realizes the cultural identity of the same structure of family and country,collective identity calls collective memory to construct national identity,and the identity of others strengthens internal unity and realizes cross-cultural communication and identity by dividing the difference between self and others..In the creative performance,the CCTV Spring Festival Gala public service advertisement attracted the attention of the audience through distinctive narrative characteristics,real emotional appeals and diverse expression methods,and helped the audience understand the meaning of the film through explicit accompanying text and production accompanying text.Through analysis,we believe that the CCTV Spring Festival Gala public service advertisements are insufficient in the four aspects of characteristic cultural display,advertising emotion transmission,year characteristic marking,and audience participation.We propose to refine the characteristic culture,enrich multiple emotional elements,highlight the characteristics of the year,and guide the audience to interact.Suggest.Through the text analysis of the CCTV Spring Festival Gala public service advertisement,the author hopes that the CCTV Spring Festival Gala public service advertisement will create more works that the people like to hear,so as to better play the publicity role of the public service advertisement,promote the main theme,and improve the social moral level. |
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